Tropicana has revamped its iconic packaging design working with Sunhouse.
Tropicana has recently unveiled a striking redesign that places the iconic orange back at the center of its identity, reaffirming its commitment to quality and heritage. The evolved brand mark features a distinctive horizon arch, punctuated by an orange accent on the ‘i,’ and is paired with the tagline “The Original since 1947.” This integration not only enriches the brand’s narrative but also reinforces its authenticity and promise of superior quality.
The visual identity of Tropicana has been enhanced with the classic symbol of a whole orange and a red-and-white straw, which has been refined to heighten its taste appeal. This updated graphic embodies a more robust shape language, underscoring the brand’s dedication to delivering juice straight from the source.
Final touches to the design include founder Anthony T. Rossi’s signature, a hand-drawn illustration of oranges, and a photograph of the original grove, all of which amplify Tropicana’s craftsmanship and authenticity.
Mick van Ettinger, chief marketing officer of Tropicana Europe, emphasized the significance of this redesign, stating, “This marks a pivotal moment for Tropicana. It represents an opportunity to blend modern iconicity with decades of heritage, reinforcing our leadership in the juice category.” He noted the collaborative effort with Sunhouse to reconnect with the brand’s roots and celebrate its enduring identity.
James Giles, executive creative director at Sunhouse, pointed out the goal of rejuvenating the brand’s visual assets, highlighting the compelling stories behind Tropicana to convey the message that “Not All Juices are Created Equal.”
In essence, Tropicana’s new design serves not just as a visual update, but as a profound acknowledgment of its rich history and unwavering commitment to quality, embodying the essence of “pure, delicious natural goodness straight from the source.”
Source:
https://www.packagingnews.co.uk/design/new-packs/sunhouse-redesigns-tropicana-packaging
